Blog Archives

By addressing the emotional concerns of your prospective B2B tech buyer, and not just the technical considerations of the project, you’ll engage the person behind the title. For too long, many marketers have pictured your typical IT buyer as a…

Who doesn’t enjoy the passive-aggressive banter between sales and marketing people, often about content development and who does what? You’ll be glad to know I have a great suggestion to unite them. The next time you see sales and marketing…

Understanding your website communications goals has never been more important for the tech-sector SME. In broad terms, a technology B2B website aims to do one or more, of three things. Identify what you want to do and develop a content…

On their journey from consumer to professional buyer, people change – a lot! As a consumer buying just for yourself, you’re probably at your most vulnerable to emotion and impulse buying. And when buying for your family and friends, you…

Ever seen the film ‘Rear Window’? James Stewart plays a house-bound hero in what some call one of Hitchcock’s greatest works. I also sit beside a window most days and can identify just a little with Stewart’s character. And if…

A bit like professional cycling, doping was once endemic in SEO web content and copywriting. The demise of keyword stuffing and a crackdown on high levels of keyword density in the last 18 months has levelled the playing field and…

Yesterday morning a fundraising letter fell lightly through my post-box complete with a dusting of rapidly-melting snow. I opened the letter and waited for the first paragraph which would tell me what the problem was and how I could help.…

You know who I’m talking about. Sometimes you think the only way they’ll use your product or service is if you don’t charge them and they double their income from it. They are cautious…very cautious. Every brochure or website they…

Remember the last time you bought a washing machine – now that was a great day! Wasn’t it wonderful pouring over technical details and energy efficiency ratings before….please stop….boring! This is so boring! You’re thinking…. ‘Life is just too short for this’!…

One glance from across a crowded shop-floor and you knew it was over before it even began….. Ever been putty in the palm of a salesperson’s hands? Be honest now. Do you remember that time you bought something really special?…